The document discusses the principles and process of design thinking. It explains that design thinking involves discovering customer needs through research, defining the core problem to address, developing solutions through prototyping, and delivering the best solution. The design thinking process is illustrated as a "double diamond" with phases of discovery, definition, development, and delivery. Empathy with customers is emphasized to understand their context, needs, and experiences rather than focusing on preconceived solutions.

1. WE MAKE THEM TALK ABOUT YOU
Design thinking
EIA / Porto / 18 July 2023
Kaarel Mikkin

2. My job as a service designer
is to make things work the
way users expect them to.
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3. Our team works
with clients that
have a lot of:
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- products
- services
- customers
- staff
- locations

4. Only rocket science is
rocket science.
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5. thebrandmanual.com
The science behind design thinking
Double Diamond: UK Design Council
DISCOVER > DEFINE DEVELOP > DELIVER

6. thebrandmanual.com
The science behind design thinking
Double Diamond: UK Design Council
DISCOVER > DEFINE DEVELOP > DELIVER
be curious,
research,
explore,
investigate

7. thebrandmanual.com
The science behind design thinking
Double Diamond: UK Design Council
DISCOVER > DEFINE DEVELOP > DELIVER
be curious,
research,
explore,
investigate
analyse
patterns,
find the
problem

8. thebrandmanual.com
The science behind design thinking
Double Diamond: UK Design Council
DISCOVER > DEFINE DEVELOP > DELIVER
be curious,
research,
explore,
investigate
analyse
patterns,
find the
problem
ideate, and
prototype
different
solutions

9. thebrandmanual.com
The science behind design thinking
Double Diamond: UK Design Council
DISCOVER > DEFINE DEVELOP > DELIVER
be curious,
research,
explore,
investigate
analyse
patterns,
find the
problem
ideate, and
prototype
different
solutions
refine, test,
implement
the best
solution

10. Different
perspectives!
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WHAT YOU SEE
WHAT THE
CUSTOMER SEES
Look, he is
soooo loving it!
Me too!
.
.

11. Every product, service or
experience is a journey.
From need to satisfaction.
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12. The journey is never a straight line.
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13. Customers’ experience is not
determined by the end result,
but by the process in between
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„I’m here about the details.“

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When was the last time you felt stupid,
stressed, annoyed, frustrated or helpless
because something did not work the way
you expected it to?

15. Source: VOX Media
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Pull
HANDLE Push
PLATE

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Users hack things to to get their job done

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Which way do you want me to go?

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Cheap to make & buy. Easy to use!

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It is not about offering the “wow”.
It’s about avoiding the “oh no”.

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It is not about offering the “wow”.
It’s about avoiding the “oh no”.
WOW!!!
OH NO!!!

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It is not about offering the “wow”.
It’s about avoiding the “oh no”.
WOW!!!
OH NO!!!
As expected

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Good service is invisible.
Not by accident but by design.

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Hello Kaarel,
good luck getting
your blanket out!

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Your journey to Porto had very
many different touchpoints.
PACKING ACCESS
PARKING SECURITY
CHECK-IN SHOPPING FOOD BOARDING
GATE INFO
WAITING… EMBARKATION

29. A few words to explain „design“
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Design is a process
to make things
understandable
usable
distinctive
aesthetic

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Design is a process
to make things
understandable
usable
distinctive
aesthetic

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Design is a process
to make things
understandable
usable
distinctive
aesthetic

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The fuzzy front end of a design process
Discover Define Develop Deliver
Source: Squiggle by Damien Newman

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How things are actually done most of the time…
Assume about
the problem
Build the
cheapest solution
User
experience
Effort spent
on fixing it

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“If you don’t have time to do it right,
when will you have time to do it over?
- John Wooden / American basketball coach. And probably your grandfather, too

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It is very easy to assume. U
ASS ME

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It is very easy to assume. U
ASS ME

38. Let’s give it a try
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39. Grab a pencil and
a piece of paper.
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Divide the paper into 8 sections.

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in 10
seconds
draw
an apple

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now draw a
completely
different
apple

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continue
until you
have
eight apple
iterations

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OMG, I suck at drawing…
How can anyone draw 8 apples?
What if I do it wrong?
How are others doing it?

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Everyone’s first solution is identical.

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Everyone’s first solution is identical.
Second and third are alterations of the first.

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Everyone’s first solution is identical.
Fourth is the hardest to produce.
Second and third are alterations of the first.

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After the fifth one things start to evolve.

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After the fifth one things start to evolve.
Some are able to think beyond the fruit –
jam, juice, cake, tree, Apple tech.

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After the fifth one things start to evolve.
Only a few make it to another level - I♡NY, Android.
Some are able to think beyond the fruit –
jam, juice, cake, tree, Apple tech.

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Whatever ideas you come up in Porto,
make sure they are not the „first apples“.

54. You need EMPATHY to push yourself away
from your own context and knowledge.
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This means understanding and feeling
the pain of your customer by literally
wearing their shoes.

56. How you see it How she feels
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Don’t overpromise.

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I’ll be
back in
15 minutes

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I’ll be
back in
15 minutes
I’ll be
back at
15:00

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Check the box if you want
to become an organ donor
after your death.
Check the box if you refuse
to become an organ donor
after your death.

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Check the box if you want
to become an organ donor
after your death.
Check the box if you refuse
to become an organ donor
after your death.
12% are organ donors

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Check the box if you want
to become an organ donor
after your death.
Check the box if you refuse
to become an organ donor
after your death.
12% are organ donors 99% are organ donors

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Focus on understanding the CONTEXT and
MOTIVATION of your customers.
Their need is to live their life, not to own or use your product.

64. The sense of time depends a lot on
which side of the toilet door you are.
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65. Don’t focus on the solution.
Make sure everyone on the team
understands what is the problem that
you are trying to solve!
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66. Don’t focus on the solution.
Make sure everyone on the team
understands what is the problem that
you are trying to solve!
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67. Design thinking will help
you to understand the
customers’ need.
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You’ve got to start with the
customer experience and work
backwards to the technology.
You can’t start with the
technology and then try to figure
out where you’re going to sell it.
– Steve, an guy from Apple

69. Nicotine is not the
only need.
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70. thebrandmanual.com Jeff Hirsch/ Flickr
Uwe Umstätter / Alamy

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Their motivation for the same product
can be completely different.

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Why do you go to

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A) …because you are in a hurry?
B) …because you like the taste?
C) …because you know what to expect?
D) …because it’s cheap?
E) …or because you need to visit the bathroom?
User’s context determines, how
she rates the whole experience.

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Break down the customers’ journey
BEFORE DURING AFTER
they even know
about your product
their interaction
with your product
and outside active
use of your product
> >

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BEFORE DURING AFTER
ATTRACT CHOOSE USE SUPPORT RETAIN
I realise I
have a
problem!
which
alternative
should I
choose…
how does
this work
exactly?
hey, I need an
upgrade and
an update
why should I
recommend it
to others?
make
yourself
seen
be better
than the
alternatives
make it
easy to
start using
offer long
term
support
engage and
ask for their
feedback
> >

76. Service is like a joke.
If you have to explain
it, it’s not that good!
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Kaarel Mikkin
kaarel@thebrandmanual.com